Home Work OverHoop

Raising awareness for developmental trauma

Children grow up through trial and error, but sometimes getting back on their feet
becomes more challenging due to impactful events. Shaved Monkey, at the request of the King Baudouin Foundation, crafted a narrative and awareness campaign to
highlight developmental trauma for zero and primary care providers.

Client

Koning Boudewijnstichting

Deliverables

Multi-stakeholder process

Communication strategy

Branding

Storytelling

Naming

Baseline

Website

Social media

Campaign

Video

Prevention and approach

Research reveals that 12% of children experience four or more adverse events, such as parental addiction, neglect, divorce, or the loss of a parent. These experiences can impede development and have long-term effects across generations. Therefore, the Flemish government tasked the King Baudouin Foundation with collaborating alongside care providers to launch a project focusing on awareness, prevention, and intervention of developmental trauma.

The power of a story

In the initial phase, Shaved Monkey was invited to support the King Baudouin Foundation's project call with an inspirational narrative through a storytelling journey. We facilitated a strategic workshop, gathering insights, best practices, needs, and sensitivities from a consortium of knowledge, field, and network organizations.

Following the workshop, which emphasized connection and clarity, we transformed the input into a creative brief and communication framework. This led to the overarching concept 'OverHoop', the tagline 'Together beyond trauma, from prevention to recovery', a visual identity, and a core narrative serving as the foundation for future communication tools such
as an inspirational note, digital brochure, and an accessible and user-friendly website.

Through the woods

To disseminate the hopeful message of OverHoop, we launched an awareness campaign. Shaved Monkey set the strategic guidelines for the campaign's launch, harnessing the power of imagination to create a concept that ‘connects’, raises awareness and invites action. The approach was systematically presented and refined in collaboration with
stakeholders through feedback sessions and workshops.

'Together through the forest of developmental trauma' became the campaign's theme, materializing into various communication forms, including a video, social media posts, advertisements, and a communication toolbox for dissemination via the network of care takers, umbrella organizations, consortia, ambassadors, and training programs. This initiative enabled us to convey the complex issue of "developmental trauma" in an accessible and understandable manner without stigmatization.

Together ready for action

Over a two-year period, we fostered participation, motivation, and inspiration through various touchpoints to engage and activate the different internal stakeholders, encouraging them to advocate for OverHoop and the campaign actively.

Despite the challenging multi-stakeholder context and the sensitive nature of the subject, we successfully aligned all parties, in collaboration with the King Baudouin Foundation team. This required regular coordination and a balanced approach to diverse opinions and nuances, all while preserving the strength of the creative concepts and expressions.

And then, by the end of September 2024, it culminated in the launch of an awareness campaign featuring a short film, social media ads, an informative website, and a practical communication toolbox tailored to the needs of involved stakeholders. And that is just the beginning. Do you want to know more? Check samenoverhoop.be or sign up for the newsletter.